If the advertising industry is en route to an environment where the majority of billions spent on television reaches smart TV sets, devices and programming services, it must first work out a comprehensive, united strategy to work through a current and near-term normal. In that environment, advertisers and agencies continue to implement campaigns through a mix of linear broadcast, cable, multicast and smart TV-circulated services. That was the bottom line among executives participating in "Bridging the Digital and Terrestrial Divide," one of the virtual panels at last week's Interactive Advertising Bureau's technology lab conference. Mike Midden, Director of Product Management at IAB's tech lab, moderated the session.
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